The beer market increased by 2.3% in the first five months of the year, of which May was the best.
The hot weather was the main reason that brought beer back on the consumers’ tables but the year is not over yet and the summer months are crucial. The positive trend was greatly helped by the Europa League final in early May and the European soccer championship in June may have kept the trend.
The latest official information available about the beer market performance came from the Romania’s Brewers’ Association, which shows 5% decline for the first three months.
The market has fluctuated heavily from one month to the next over the last few years, and 2011 came with the first signs of stabilization after two years of decline.
More than 6 million hectoliters of beer were sold in the first five months of the year, and the large brewers tried to lure consumers with the release of flavored beers.
Bergenbier, one of the leading local producers, has recently relaunched its Bergenbier Fresh Lemon (1.9% alcohol content) with a new recipe, after Ursus had introduced Redd’s Cranberry (4% alcohol content) on the market in June and Heineken released Ciuc Natur Radler (63% lemonade, 37% Ciuc Premium beer) in April.
The launch of flavored beers by brewers is nothing new in Europe; the same thing is happening in other countries with a higher consumption of beer. Even the Czechs, who are regarded as more traditionalists in this industry, have shown willingness to try new flavors, a Bloomberg survey reveals.
The largest brewers on the local market are Ursus, Heineken, Bergenbier, URBB (United Romanian Breweries Bereprod) and Romaqua (Albacher and Dorfer brands).
Romanians drink about 17 million hectoliters of beer a year and sales of PET-bottled beer overshot the 50% mark in 2011 for the first time, driven by the difficult economy, which caused people to shift to cheaper products. Moreover, Romania is among the countries with the highest consumption of PET-bottled beer, along with other Central and Eastern European countries such as Bulgaria. Even the Czechs are drinking more such beer.
According to the latest information available, Romania is among the top ten EU countries by beer consumption.
Ursus and Heineken have been battling for the top spot over the last few years. Ursus retained its lead with EUR261 million revenue, but Heineken is closing in, ending 2011 merely EUR15 million behind its rival.
Heineken, whose brand portfolio includes Silva, Ciuc Premium and Golden Brau, posted record profit of EUR43 million last year, while Ursus finally became free of losses. Heineken put Onno Rombouts in charge of the company. Ursus, too, made some changes to its management, but the new chief executive, Andrew Highcock was appointed to the position on November 1, 2011.
(English version by Loredana Fratila-Cristescu)